The Royal National Lifeboat Institute (RNLI) has launched its summer beach safety campaign ‘Hold Tight Hands Up’, giving 8-11 year olds tips and advice on staying safe whilst at the beach.
The campaign, which has been created by digital agency Proximity London, is a cross-channel initiative with key digital elements, one of which is the release of an animated music video.
It focuses on advising children to hold onto their board if caught by a ‘rip current’ and to raise their hand, whilst calling for help.
The music video was created by Proximity in partnership with Native and will run across digital and outdoor channels.
John Treacy, executive creative director of Proximity London said: “Doing work that entertains and educates both children and adults can be a challenge. But with the help of a big, catchy tune and a fun cast of animated characters, we are able to communicate a serious surf safety message in a way that appeals to both parents and 8-11 year olds alike.”
Dan Neale, creative director at Native added: “To maximise the impact of the ‘Hold Tight, Hand Up’ message we created a track that caught the attention of the target audience, was playful and memorable.”
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